Hesse unveils bold new brand identity for its 80th anniversary celebrations
Hesse is updating its state brand identity to mark its 80th anniversary. The refresh includes a new coat of arms, a bold typeface, and a focus on local products at official events. Celebrations will run throughout the year, featuring cultural performances and special releases like an anniversary wine.
The centrepiece of the new look is the updated 1919 state coat of arms, showcasing the Hessian lion and traditional colours. Alongside it, the word Hesse will now appear in a clean, highly legible typeface, replacing branding standards that had been in place since 2004.
All state authorities will gradually adopt the design, beginning with the State Chancellery and ministries. By the end of 2025, the new identity should be fully implemented across government buildings and communications. Meanwhile, the state has ordered all official facilities to fly the Hessian flag until December as part of the anniversary.
The celebrations will include a grand military tattoo, a Hesse-themed musical, and the launch of a special anniversary wine produced by the Hessian State Wineries. Official events will also prioritise locally sourced food and drink, reinforcing the state's commitment to regional producers.
Deputy Minister-President Kaweh Mansoori highlighted the role of culture and creativity in shaping Hesse's future. The rebrand aims to reflect the state's mix of tradition and modern progress, blending heritage with forward-looking values.
The updated identity will appear across government buildings, events, and communications over the next two years. Local products, cultural performances, and the new visual style will all play a part in marking Hesse's 80-year milestone. The changes are set to remain in place beyond the anniversary celebrations.
